Cannes Lions
HEYE GROUP, Munich / MCDONALD'S / 2009
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Mr One-at-a-time completes everything he does individually. Indoors as well as outdoors. He cuts every single blade of grass with scissors, instead of saving time with a lawnmower. He washes his socks one at a time, which is why the laundry line in his garden only has one sock hanging from it. We see Mr. One-at-a-time looking through his photo albums, with only one photo per page or closing his cutlery drawer containing only one piece of each utensil. Lastly, we see him in his office punching holes in his papers one at a time. Only at McDonald’s, does he finally discover the advantage of not having everything one at a time….and he loves it.
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